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Outcome Based-Innovation – Berlin Lean StartUp Meetup 17.10.2014

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Anton Skornyakov
Anton Skornyakov

Learn how to understand what customers value about your potential product. Introducing the Job-To-Be-Done concept and the deeper level of the outcomes for each job. Important to understand concepts for product owners, CPO, anyone who has impact on which features a product or service are going to be implemented.

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Outcome Based Innovation Understanding your customers problems in depth
Product Guys?
Deciding on new product features Number of customer requests? Questioning customers or stakeholders? Market research? What kind of?
Problem Solution No prototype-free questioning of customers ! Only Testing 1. Observing your customer (Design Thinking Methods)! ! 2. Outcome Based Approach
Jobs To Be Done* * http://www.christenseninstitute.org/key-concepts/jobs-to-be-done/
Jobs To Be Done* * http://www.christenseninstitute.org/key-concepts/jobs-to-be-done/
Outcomes – different attributes customers value about how their job is being done. Minimize the probability of injury when I shave my beard. Direction Metrics Content of the Outcome
Example Google Search Job: Find information on a topic (e.g. “Lean Startup”) Outcomes:! ! 1. Maximize the probability to find the needed website on the first search request! ! 2. Minimize the time needed to load the search results! ! 3. Minimize the probability that the search result description is misleading
Seeing the Potential 1 0,9 0,8 0,7 0,6 0,5 0,4 0,3 0,2 0,1 0 Outcomes Outcomes with Innovation-Potential 0 0,1 0,2 0,3 0,4 0,5 0,6 0,7 0,8 0,9 1
If you want to know more Book: What Customers Want ! by Anthony Ulwik, CEO Strategyn! www.strategyn.com
Picture Attribution https://www.flickr.com/photos/sudeep1106/2741152406/ http://www.flickr.com/people/23178876@N03 http://commons.wikimedia.org/wiki/Special:Contributions/ File_Upload_Bot_(Magnus_Manske)

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Outcome Based-Innovation – Berlin Lean StartUp Meetup 17.10.2014

  • 1. Outcome Based Innovation Understanding your customers problems in depth
  • 3. Deciding on new product features Number of customer requests? Questioning customers or stakeholders? Market research? What kind of?
  • 4. Problem Solution No prototype-free questioning of customers ! Only Testing 1. Observing your customer (Design Thinking Methods)! ! 2. Outcome Based Approach
  • 5. Jobs To Be Done* * http://www.christenseninstitute.org/key-concepts/jobs-to-be-done/
  • 6. Jobs To Be Done* * http://www.christenseninstitute.org/key-concepts/jobs-to-be-done/
  • 7. Outcomes – different attributes customers value about how their job is being done. Minimize the probability of injury when I shave my beard. Direction Metrics Content of the Outcome
  • 8. Example Google Search Job: Find information on a topic (e.g. “Lean Startup”) Outcomes:! ! 1. Maximize the probability to find the needed website on the first search request! ! 2. Minimize the time needed to load the search results! ! 3. Minimize the probability that the search result description is misleading
  • 9. Seeing the Potential 1 0,9 0,8 0,7 0,6 0,5 0,4 0,3 0,2 0,1 0 Outcomes Outcomes with Innovation-Potential 0 0,1 0,2 0,3 0,4 0,5 0,6 0,7 0,8 0,9 1
  • 10. If you want to know more Book: What Customers Want ! by Anthony Ulwik, CEO Strategyn! www.strategyn.com
  • 11. Picture Attribution https://www.flickr.com/photos/sudeep1106/2741152406/ http://www.flickr.com/people/23178876@N03 http://commons.wikimedia.org/wiki/Special:Contributions/ File_Upload_Bot_(Magnus_Manske)